pixel
Share
x

3 Rules to Start Your B2B E-commerce Sales Channel

19/07/2019
Redazione
Staff
E-commerce ,Sales
Categories

It does happen that companies contacting us to create a B2B e-commerce are sometimes more focused on the “technological means” (platform, e-commerce software) than on the whole project vision.

Below some advice we can provide, based on our experience while accompanying customers in their B2B e-commerce sales digitalization itinerary.

The Sales Channel

  • Carefully define the markets we mean to approach: when online, the whole world can potentionally see us, so our offer targets must be clear, as these will impact on the geography where we can distribute/deliver our products as well as on the modes, times, languages, timetables and legislation, if we are dealing with international customers
  • Create a communication and promotion plan, coherent with objectives: we must communicate our current and future customers the existence of the new channel and promote it by digital means (Ads, DEM, Social…) and by traditional ones, including Sales force, when present in the target territory
  • Customer Service: decide modes and tools (chat, chatbot, e-mail, telephone…) by means of which customers will be able to contact us or request assistance (a Customer Service, the Commercial reference persons in charge…)

The Business Model

  • Define the pricing policies to be adopted on the digital channel
  • Assess the promotion typologies (automatic or not) available to customers shopping online, compared to complementary sales channels
  • Define management process of the orders which will arrive, how they will be processed and potential credit allowed: direct to Head Office, negotiated by the Area Manager in charge of the customer, approving workflow for orders from certain customers or for certain amounts

The Operations

  • Organize delivery logistics and therefore the geographical areas and delivery dates available in B2B by product typology and customer
  • Organize the B2B channel product assortments by customer or customer cluster
  • Optimize the taxonomy and hierarchy of the product data to facilitate online “self-service” purchase and increase products attractiveness on the basis of their attributes, use instructions, combinations and related products 
  • Prepare multimedial material for every product, allowing e-commerce users to realize the product without a salesperson presenting it
  • Prepare IT infrastructure (cloud/on premise server, definition of domain with trademarketing, SSL certificates…) to guarantee performance and service scalability

These are just some hints to remind ourselves that from the moment we will be online, we will have the opportinity of gaining 24/7 access to stores, from anywhere and from any device (smartphone, tablet, PC, smartwatch…) and of establishing a continuous dialogue with our customers.

ATONEWS
People at the centre
Great Place To Work 2023 - Aton
People
Giulia Stefano
Aton certified Great Place To Work for the fifth year
20/07/2023
Learn more
Aton B Corp
People·Planet·Prosperity
Tania Zanatta
Aton is a certificated B Corp
03/03/2023
Learn more
business-continuity-servizi-strumenti-aton-img
Tech
Giulia Smeazzetto
Services and tools to ensure Business Continuity
23/02/2023
Learn more
tecnologia-rfid-img
RFID
Denisa Zara
3 Good reasons to adopt RFID in your Company
09/01/2023
Learn more
strumenti-service-desk-aton-img
Service Desk
Alice Vian
What tools does Aton’s Service Desk use?
16/12/2022
Learn more
bluetooth-low-energy-aton-img
RFID
Alberto Canova
Bluetooth Low Energy: towards the technology crossover!
25/11/2022
Learn more
CASE STUDY
Here are some of our experiences
Read
caffè-vergnano-case-study-aton-img

Caffè Vergnano

Food & Consumer Goods
Today Caffè Vergnano is present in 19 regions with more than 4,500 Ho.Re.Ca. customers and worldwide with more than 70 locations in 19 countries. Such an extensive sales network…
Discover more
Read
banner-shv-case-study-aton

SHV Energy

Energy
In una sola web console l’azienda registra i dati, gestisce gli ordini, pianifica i rifornimenti, la manutenzione e si assicura che tutte queste operazioni vengano riportate in modo immediato e automatico nel gestionale.
Discover more
Read
gruppo-poli-banner-img

Gruppo Poli

Retail Vendite Omnichannel
Poli has combined tradition and innovation in its way of doing business with a focus on employees, customers and the local area. In Aton, it has found a…
Discover more
Read
cattel-banner-img

Cattel

Food & Consumer Goods Vendite Omnichannel
Cattel S.p.A, a leading company in Northern Italy in the distribution of food products in the Ho.Re.Ca channel has profoundly transformed the order collection by adopting the Aton .onSales B2B solution.
Discover more
Read
faster

Faster

Industrials Supply Chain Solutions
All projects, whether successful or not, have stories to tell. A difficult uphill start, a start full of hope, repeated twists and turns where the viewer is swept away by…
Discover more
Read

Moncler

Fashion Service Desk
Aton ServiceDesk is also behind the scenes in the first Boutique entirely dedicated to the Moncler Enfant collection, opened at the historic premises in Milan, Via della Spiga 7, which has been…
Discover more